• Español

PIXI BEAUTY, London

Founded in London by makeup artist Petra Strand, Pixi is a beauty brand with a clear and enduring purpose: to enhance natural beauty through high-performance botanical formulas that deliver real, visible results — without pretence, without compromise.

Pixi Beauty is, above all, a brand that has earned its reputation the hard way — through formulas that work and a philosophy that resonates. Born in 1999 in London's Soho, its cult Glow Tonic has become one of the most recognised skincare products in the world, and consequently a benchmark for accessible yet effective beauty. Cruelty-free, with an extensive vegan range and active botanicals at the core of every formula, Pixi occupies a distinctive space in the beauty industry: a brand that is simultaneously approachable and sophisticated, results-driven and genuinely honest. What makes Pixi particularly compelling, moreover, is the story behind it — a professional makeup artist and mother of four who built a global beauty brand on the belief that good skin should never require much effort.

Bacana, as beauty communication agency

Bacana has worked alongside Pixi Beauty since its arrival in Spain in late 2017, when the brand launched exclusively through Sephora stores and its own Spanish website. From the outset, our role as a beauty communication agency was to ensure that Pixi’s entry into the Spanish market felt as considered and authentic as the brand itself — not a generic launch, but a carefully crafted introduction to a new audience.

Central to that work was a sustained press and media relations strategy. Bacana organised a series of press presentations in both Madrid and Barcelona, bringing together beauty editors, journalists and specialist media in experiential formats designed to place Pixi’s hero products in context. Equally important, and often overlooked in brand communication, was the positioning of founder Petra Strand herself. Beyond the product portfolio, Bacana worked to establish Petra as an expert voice within Spain’s beauty industry — a founder with a point of view, a track record and a story worth telling.

In parallel, influencer marketing played a key strategic role. We developed and produced influencer events in Madrid and Barcelona, connecting Pixi with a curated network of content creators whose audiences genuinely reflect the brand’s values. As a result, organic conversation around Pixi grew consistently across Spanish social media, building a loyal community that found in the brand’s formulas a credible and effective answer to their skincare routines.

The collaboration also extended into broader lifestyle territory. Through co-branding partnerships with hotels and other lifestyle players, as well as participation in high-profile editorial advent calendars, Bacana helped Pixi expand its brand universe beyond the beauty shelf. Together with an ongoing strategic communications consultancy and the brand experiences we designed along the way, the partnership with Pixi Beauty stands as a clear example of what it means to launch and grow a beauty brand in a new market — with purpose, precision and a narrative that genuinely connects.